EFFECTIVE MARKETING COMMUNICATION A STRATEGY FOR INCREASING ORGANIZATIONAL PRODUCTIVITY
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ABSTRACT
As a case study, the eastern area of union bank Nigeria Plc serves as the focus of this critical examination of successful marketing communication as a strategy for increased productivity in a business. The relevant literature has been reviewed. Using questionnaire interviews, form text diaries, and corporate records, primary and secondary data were collected to determine that face-to-face marketing contact between top management and subordinates is uncommon. For an organization’s communication to be effective, the following factors must be followed and maintained. Prior to making decisions, the opinions of subordinates should be solicited and management must develop effective communication skills; a common language should be used to facilitate a better understanding of marketing communication intentions; and management must develop effective communication skills. Therefore, we urge that, in order to facilitate education, the excursion-responsible employee be identified. In order for an organization’s marketing communication to be effective, it should encourage upward communication to acquire information and maintain positive relationships with its employees.
FIRST PART
INTRODUCTION
1.1 INTRODUCTION TO THE STUDY
Despite the importance of marketing communication to the day-to-day operations of an organization, there are still innumerable instances of inadequate communication in many businesses. The organization’s marketing communication problems could be attributed to the following elements and circumstances.
When an organization’s management is approachable and less concerned with producing a good functioning report, communication tends to be effective. But as soon as members of the organization engage in mutual mistrust, animosity, or gossip, or if there are feelings of ineptitude and insecurity, the organization will deteriorate. Ineffective marketing communication is inevitable.
In addition, ineffective marketing communication in an organization may be the result of a deliberate action on the part of the recipient, the sender’s inability to properly encode and transmit the message, or a situation in which a subordinate failed to carry out a directive because he or she believed the superior was not serious.
Due to an excess of information, marketing communications may be ineffective. Too much marketing communication is detrimental to the system as a whole. A wise selection of material helps to avoid cluttering the entire system with useless data in organizations where there are too many memoranda flying around the management, who are accustomed to not reading their meals and hence term to these emails as junks. Inadequate facilities utilized for sending and receiving important business information, such as telex telegraphs and ox telephones, etc., cause a breakdown in our organization’s communication system.
1.2 DESCRIPTION OF THE PROBLEM.
The issues facing Union Bank of Nigeria Plc Awka are listed below.
There is an absence of contact between the bank and its clients.
Ineffective innovation management examples E Banking
3. substandard delivery of services
4. poor management of resources
5. lack of equity at the managerial level.
Lack of direct communication between upper management and bottom management.
1.3 OBJECTIVE OF THE STUDY
The following are a few of the objectives of the study:
I Determine whether efficient marketing communication may increase an organization’s productivity.
ii Determine whether or how effective marketing communication can result in or foster increased productivity at Union Bank Plc, Nigeria (Awka)
Determine whether efficient marketing communication can promote Union Bank Plc customer loyalty (Awka)
iv Determine whether efficient marketing communication may assist Union Bank Plc in achieving their corporate objective.
v Determine if good marketing communication can generate sufficient awareness to boost the organization’s productivity.
1.4 Importance of the Research
It is impossible to overstate the significance of excellent marketing communication within a business. The research will benefit the general public, the organization, and the researchers themselves. It may serve as a source of knowledge for other researchers. They will increase their topic matter expertise.
This study will also assist the company as a result of the enterprise’s findings and recommendation process, which aims to identify problem areas. They will also profit from the recommendation, as their implementation may be a solution to the identified problem. The study will also enhance communication.
1.5 RESEACH QUESTION
To meet the aforementioned purpose, the following research question was developed:
Do employees believe that efficient marketing communication is crucial for productivity?
2 What intrinsic problems exist inside the organization?
Exists an effective method for feedback within the organization?
4 Are there disparities between the various levels of management as well?
1.6 SCPOE OF THE EVALUATION
Communication is a vast subject. There is no consensus on the notion, yet it is considered that all human activities require communication. Therefore, the scope of this research project will be limited to assessing the efficacy of marketing communication at Union Bank of Nigeria (U.B.A.) plc. In addition to addressing the impact of participative marketing communication on worker-management relations, the paper will focus on elements that facilitate effective marketing communication inside an organization. The scope of the study will also be expanded to see whether the marketing communication process affects the performance and productivity of workers.
1.7 DEFINITION OF TERMS
Marketing:
This include the promotion, distribution, and sale of a product or service, as well as market research and advertising.
Communication:
This has been defined by various authorities, but the one selected for this study is Nwachukwu’s. “Communication is the exchange of ideas between a sender and a receiver.
Organization:
Organization is a stable structure of individuals who work together through a hierarchy of ranks and division of labor to achieve shared objectives.
Communication method:
This is the message being transmitted from sender to recipient. It specifies the means through which a message is transmitted from the sender to the recipient.
Worker:
This refers to those working within the organization to enhance living standards.
Management:
Is a social entailing responsibility for the effective and economical planning and regulation of operations of an organization, in fulfillment of a particular task purpose; it is policy development and implementation.
Feedback:
Message received response that indicates whether or not the message was understood.
Encoding:
The conversion of mental perception into a communication code.
Grapevine:
The grapevine is the antithesis of rumor in an informal system, although the source of the knowledge may be difficult to locate.
Rumor:
This refers to unofficial, unverified information transmitted via interpersonal methods. There is no clear indication of the source of the information.
EFFECTIVE MARKETING COMMUNICATION A STRATEGY FOR INCREASING ORGANIZATIONAL PRODUCTIVITY
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